The H&M New Business division, comprised of Weekday, Cheap Monday, Monki and COS seems to be busy these days. COS was the first in-house move by H&M into a higher fashion category and so far that has been very successful. The brand has not rolled out yet as wide as H&M, but COS has certainly been well received and excepted.

Today first rumors are being reported at WWD, about H&M working on a brand that they want to place above COS in terms of price point and image. Apparently they are working with ex Whyred designer Behnaz Aram on the brand. So far nothing has been confirmed, but we will of course keep you posted.

What To Read Next